North Carolina Society of Eye Physicians and Surgeons

The North Carolina Society of Eye Physicians and Surgeons (NCSEPS) focuses on protecting sight, providing education, and advancing the profession of ophthalmology. They tasked us with creating a digital presence that would help stop a bill that the optometry lobby was advancing in the North Carolina General Assembly.

The Challenge

House Bill 36 was a vague piece of legislation that threatened the health of patients, and was gaining steam in the House. To protect patient health and maintain the integrity of eye medical care in North Carolina, NCSEPS needed to quickly set the record straight about the bill and keep surgery in the hands of medical doctors and surgeons.

The Solution

Utilizing Facebook and Twitter ads, coupled with information-rich website landing pages, we educated, engaged, and activated grassroots opposition to HB36 across the state.

Delivering two separate Facebook ad sets — statewide and legislator-specific — to highly targeted, key North Carolina demographics, we drove thousands of events — emails, calls, and social media posts — directly to key legislators in specific voting districts who would be voting on the bill. The campaign balanced the legislative scale, putting the bill “under study.” NCSEPS requested that we recreate the campaign in Alaska, while continuing to spread awareness in NC.